Marketing Analytics

“What is special about this book is that analytics is introduced as an integral part of marketing strategy and marketing decision making. The four First Principles of Marketing (MPs) serve as a framework where most of the critical and commonly seen marketing problems can be found…the book covers every tool that I would like my students to have when they walk out of a marketing analytics class… Everything that an instructor would want is included…This is a well-organized text with the latest knowledge from the field.” – Elina Tang, Northern Illinois University, USA“This is a book that I have been looking for a long time. I really enjoyed reading it. It is very easy to follow, well-structured, full of example and case studies, linked to the software and simple math language… The book perfectly matches to the course learning outcome…(and) includes the step-by-step guideline on how to do analysis in R and Tableau.” – Mojtaba Poorrezaei, Nottingham Trent University, UK“I have a very positive impression of the textbook especially as it aligns marketing strategy with consumer analytics techniques. This will help students to form a link between different analytical techniques and marketing decisions…We are helping decision makers to make more effective and efficient decisions.” – Mohamed Sobhy Temerak, University of Kent, UK * Manuscript review *

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.

Frank Germann is Associate Professor of Marketing at the University of Notre Dame, USA.

J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University, USA.